Your Manufacturing Website Can Be Better, a lot better!

Most manufacturing websites are pretty poor. Sorry, but it's true. Typically, they are focused on describing the company and the products with little regard for the website visitor's problems or needs. The good news is that 90% of your competitors' websites are just as bad, so you have a big opportunity to take a leading position and usurp the search traffic. Tim Doyle talks about how to build a top performing manufacturing website in this week's podcast.

A top performing website must be first, aligned with your business goals. For example, one goal for a website may be to act as a sales generation engine. Another often forgotten goal is to make the website useful for customers and employees. [5:25]

Tim estimates that less than 10% of industrial websites are top performers. Therein lies the opportunity for competitive advantage.[7:50]

Question 1– Let’s start off at 30,000 feet and then drill down. How would you characterize a top performing website? What percentage of websites that you see are top performers?

Question 2– I think a lot of us and our audience judge a website intuitively. Could you propose a framework of sorts for evaluating a website? (any references you could recommend?)

A website must serve many masters; customers, prospective customers from the outside, then there’s HR, Finance, Executive leadership, PR on the inside. Does a company have to choose one area to focus on or is it possible to serve all masters?

Question 3– Let’s drill down into some details. What are the top 5 things (in order of importance) that we should focus on to build a new site or make an existing site into a top performer?

What about the platform or content management system (CMS), what are the best ones for a B2B manufacturing website?

Question 4– Suppose I’m a VP Sales & Marketing for a B2B manufacturing company out there listening. I’m thinking to myself, my website sucks. In a quick list, what are my first 5 steps towards making it into a top performing, lead generating, sticky website machine?

Challenge Question– This week our challenge question comes in from the a VP Marketing at a San Diego area from a medical device company. Here it is “We make a medical device that measures blood coagulation. Our customers are hospitals and blood labs. One of our 2017 goals is to increase website traffic by 30% to ultimately increase the flow at the top of our sales funnel. Do you have any tips about how to increase website traffic for a medical device manufacturer?”

First, define your goal. Be specific.

Learn what your visitors are interested in achieving. Analyze the internal site search for insight into what your audience is looking for when they visit.

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About MMG

MMG specializes in serving manufacturing companies by helping them increase leads, increase brand awareness and gain credibility in a specific market space. MMG specializes in high engagement and awareness generating marketing by using educational content. We have proven over and over that manufacturer’s customers like and need educational content over straight product promotion. This is the heart of the MMG strategy and it works!